Shaping up for the season of sales

In the first of a week-long series on shopping options -from antiques to outlet stores - FIONA HAWTIN sizes up how to get a bargain out of the sales



Shopkeepers know the retail animal well. All they need to lure weary Christmas shoppers back for some New Year's action is a sale sign in the window.

The idea that bargains may be waiting is irresistible for both the faithful customer and good-time shopper so keen for cheap stuff they will go anywhere for a sale.

Some stores use any excuse to have price markdowns.

Boxing Day is reason enough for many retailers to make us get back on the horse.

But January is traditionally the height of the summer sale season.

Fashion shops need to clear out summer stock to make way for winter gear that usually starts appearing in February.

Chain stores generally go into sale mode soon after the Christmas festivities and high-end boutiques start around mid-January. Often, the last place to go into sale is the department store Smith & Caughey, which politely refers to the free-for-all as a fair. It is due to start on Friday, January 30.

Inevitably, there is a bit of a queue in Queen St as the anxious shoppers wait for the first day of the sale. The idea is to get there early so you can be one of the first to burst through the door.

This really only gives the eager bargain-hunter a few minutes on everyone else, which is not enough time to thoroughly take in several floors of merchandise. Experts narrow their focus to an area of particular interest such as ladies' hosiery and rush straight there forsaking all other bargains on the way.

Among keen shoppers - who through the process of evolution may one day be equipped with extra arms with which to put the carry-bags on - scooping the best bargain of the sale season is like a badge of honour.

Other things to ensure a successful sale season.

* Wear comfortable, flat shoes. Shopping can be exhausting, so make sure your feet can hack the pace.

* Shop lightly and don't weigh yourself down with excess baggage. Weight training is for the gym.

* Carry water and maybe a snack, as stopping to refuel at a café can slow you down. Serious shoppers self-cater.

If shopping for clothes:

* Never, ever buy something that doesn't fit. That goes double for shoes. If you can't wear it, it doesn't matter if it was a steal.

* Stick to the classics. High-fashion pieces have a short life and we're half-way through the season.

* You've still got to love what you're buying. If you didn't want it for full price, just because it's half price won't make you wear it any more. Rather, the opposite.

* Resist high-maintenance fabrics like cashmere and delicate, beaded silk unless you're committed to caring for them.

* Make sure you're not buying something that should have stayed in the mind's eye of the designer. Ugly at half-price is still ugly. You can usually tell those by the alarmingly high number of them left in the shop.

* Don't suddenly think you're going to adopt a modernist look when you've always worn girlie frocks in the past. Ditto snapping up killer heels for those who live in trainers.